“But did you ever think of the more obvious possibilities such as these: that a book with such a stupid title, written by an “author” without much name recognition among the great mass of serious readers isn’t real high on the list for booksellers to think about when it comes time to ordering books that will move off the shelves.”

Nice scare quotes around the word author, there.

“All truth passes through three stages: First, it is ridiculed; Second, it is violently opposed; and Third, it is accepted as self-evident.”

- attributed to Schopenhauer

Mr. Ettore is somewhere between ridicule and violent opposition at the moment, evidently.